Mk 020

---
name: mk-020
description: "Distinguishing needs from wants. Use when the task requires a comparison of necessary solutions and desired feelings. Apply this method to the specified inputs and verify the deliverable"
---

# MK-020 | Distinguishing needs from wants

For a regular chat, upload `packs/mk-020.md`. It includes the shared rules, this method, and required references

## Purpose

This skill delivers: **A comparison of necessary solutions and desired feelings**

Hypotheses are useful but do not establish demographics or market share; do not fabricate interview content or customer experiences

## Required inputs

Provide: Product facts, existing customer data, surveys, or customer-service records

## Method

1. Distinguish "the job that needs to be done" from "the desired experience/identity"; JTBD separates functional, social, and emotional jobs
2. High/low need describes need intensity; do not equate low need directly with having no motivation to buy
3. Assess both needs and wants within specific situations and purchase frequencies so they remain grounded in context

## Calculations and interpretation

Treat customer roles and motivations as hypotheses initially; do not establish someone's actual identity from a single purchase behavior

## Required output fields

| Order | Field | How to complete |
|---:|---|---|
| 1 | Hypothesized group | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 2 | Buying/using role | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 3 | Trigger situation | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 4 | Tasks and concerns | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 5 | Supporting clues | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 6 | Counterexamples | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 7 | Items to validate | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 8 | Suitable message | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |

## Verification cases

**MK-020-C05 | An order contains maternity and baby products**

Expected: Do not immediately identify the buyer as a mother; separate the buying and using roles

**MK-020-C06 | Different clues support two situations**

Expected: Keep both candidates and request the data that would distinguish them

## Method sources

Source file: 行銷策略實戰學程Day1-小眾就是大眾 × 精準 Persona × 數位資產

Location: Persona

Source basis: extracted from course materials

Source URL: https://docs.google.com/presentation/d/11Jecvwonn6oA3y3zexPkNOv0iAJuL_7uqERiSNexjjw/edit

English translation of source excerpt:

> Niches form the mass market × precise Personas × digital assets